INFINITE Care, a national aged care provider, recently launched a new staff and community campaign designed to empower those who work in the industry.
It also hopes to change public perception of residential aged care. The campaign entitled ‘We Make Aged Care Great’, uses simple messaging in the hope of prompting conversation and igniting curiosity.
Infinite Care’s joint managing director Chris Stride said the company welcomed other aged care providers to join them to help promote aged care “as a place that attracted workers who genuinely cared about the positive difference they made to residents’ days”.
Part of the campaign includes highlighting the real faces of aged care on its website under the title Humans of Infinite.
The concept was that by presenting those who worked in frontline aged care and revealing the reasons they came to work, it would show they genuinely cared and came to work for the right reason.
“Aged Care is a wonderful place to work and is filled with many career options and growth for anyone thinking about a career in the sector,” said Mr Stride.
“For those that are contemplating care, it is important that as a sector we rebuild community trust and know that most providers care beautifully for residents and remain passionate about the important role
they play in those ageing and vulnerable in our community.”
He added that Covid and lockdowns have had a significant impact on aged care providers and a consistent and stable workforce was still a struggle to secure.
“We want to ‘change the public narrative’ in this sector. “We hope that many will join us to share the good news stories and change the perception of our sector and the important role that aged care providers play in supporting the community.”